Motivating Customers to Adhere to Expert Advice in Professional Services
Motivating Customers to Adhere to Expert Advice in Professional Services
复制标题
DOI：
10.1177/1094670514539567
复制
发表时间：
2015-02
影响因子：
12.4
通讯作者：
Kathleen Seiders;A. Flynn;L. Berry;Kelly L. Haws
中科院分区：
文献类型：
--
作者：
Kathleen Seiders;A. Flynn;L. Berry;Kelly L. Haws
本研究的重点是专业服务提供商有效地影响客户坚持他们的专家指导和建议的机制。引起客户的依从性是一个关键问题的专业服务公司，因为这些基于需求（而不是想要的）服务的客户往往不愿意坚持，和不遵守可能会导致严重的负面后果，以客户的福祉和公司的资源利用率。本研究探讨这种情况下，开发一个概念框架，整合了以下三个理论领域：专业服务理论，建议利用理论和社会认知理论。该框架提出了专业服务提供商的行动和客户的反应，包括坚持专家的意见，坚持的意图，和组织的资源需要为客户服务（时间成本和金钱成本）之间的关联。该研究实证测试的假设关系的基础上，专业服务提供者-客户（医生-患者）的互动，在一个大型的医疗机构设置使用主要的调查数据和客观的，纵向的客户数据，涵盖了48个月的时间。结果表明，建议给予频率和关注的负面后果影响客户的结果和效果的调节感知客户效能和服务提供商的效能。这些发现揭示了客户在专业服务环境中遵守建议的基本动态，并就如何有效地引起这种遵守提供了指导。
This study focuses on the mechanisms by which professional service providers effectively influence customers to adhere to their expert guidance and advice. Eliciting customer adherence is a critical concern for professional service firms since customers of these need-based (rather than want-based) services are often reluctant to adhere, and nonadherence can result in serious negative consequences to customer well-being and firm resource utilization. The study examines this scenario by developing a conceptual framework that integrates the following three theoretical areas: professional services theory, advice utilization theory, and social cognitive theory. The framework proposes associations between professional service provider actions and customer reactions, including adherence to expert advice, adherence intentions, and organizational resources needed to serve the customer (time cost and monetary cost). The study empirically tests the hypothesized relationships based on professional service provider-customer (physician-patient) interactions in a large health care organization setting using both primary survey data and objective, longitudinal customer data encompassing a 48-month period. Results indicate that advice giving frequency and focus on negative consequences impact customer outcomes and the effects are moderated by perceived customer efficacy and service provider efficacy. The findings shed light on the underlying dynamics of customer adherence to advice in professional service settings and provide guidance as to how that adherence can be effectively elicited.